Create personas and website processes in minutes - not hours

Template for 'The busy business owner' persona, Taylor

Save time and money by starting with this 'The busy business owner' persona example. Learn how to make your Government website easier to use for Taylor. By putting the user first (in this case Taylor), you will be creating an experience that meets Taylor's expectations, supports their goals and remedies any pain points. This persona example could be used for the Government industry.

Meet 'The busy business owner', named Taylor

"I'm doing it tough at the moment but I really want my small business to grow"

Taylor owns her own small business and is interested in finding out about government initiatives that she may be able to help her.

This persona is motivated by building her business and providing for her family. This persona is 30-43, lives in the suburbs and works in the suburbs. Taylor is married, has 2 children and is often kept busy with balancing work and family life.

People like Taylor are not comfortable with technology.

Taylor doesn't want to join the statistics of failed small businesses, and the website can potentially stop this from happening.

How Acme can help Taylor

Taylor has come to Acme because Taylor's goal is to grow her business and get through the feast or famine phase. Acme could help Taylor with this goal by offering Taylor government backed network events, schemes for research and development and assistance with structuring her business, but one of the reasons why Taylor has not yet engaged with Acme is not aware that these initiatives existed.

Technology

Comfort level with technology

Taylor is not comfortable with technology.

Time

Spare time

On an average day, Taylor has very little spare time.

Jargon

Jargon familiarity

Taylor is fairly familiar with the industry specific terms that are used in the Government industry.

Social media usage for Taylor

Of all the time spent on social media on an average day, the distribution of time is as follows:

Facebook: medium usage
Twitter: high usage
LinkedIn: low usage

Devices that Taylor uses to access the Acme website

Computer

Desktop / laptop

Taylor uses a computer to access the Acme website at work.

Tablet

iPad

Taylor uses a tablet to access the Acme website when traveling on public transport.

Mobile

Smart phone

Taylor uses a mobile to access the Acme website while watching TV.

The busy business owner
Stats for 'Taylor' insert_chart
  • Life-stage: mid-way through their career
  • Age: 30-43 years
  • Annual income: $51,000 - $70,000
  • Industry: small business owner
  • Internet usage: many times a day
  • Social media usage: active
Relationships group
  • Marital status: married
  • Children: 2
Education/skills school
  • Education level: an Undergraduate degree
  • Technical level: not comfortable
  • English level: native

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More persona templates for the Government industry

See persona examples and templates created using our persona generator tool.

Learn about persona creation

You can learn more about user personas with our articles. Each article is designed to help you improve your digital marketing and improve your content.

The above audience persona templates are good to give you an idea of what a persona is, or to help explain the concept to your marketing team, other team members or you sales team. But these are proto personas. To help with design and marketing decisions, you need to create personas that are based on research are needed.

Going beyond marketing persona examples

You can learn to create your own personas by learning from the below articles. These articles will cover the basics of what personas are and what they are not. In short, personas aren't just a bunch of facts like demographic information and job titles. Personas go beyond demographic stats and takes into consideration attributes such as a person's motivations, behaviour patterns and goals.

Personas are not necessarily a representation of your existing customers. Instead they are a representation of your ideal customer or target customer, and include information that would influence their purchase decisions. Personas also include what's stopping them from buying a product or service from you such as common pain points. Good personas are based on good market research so it's important to learn how to turn a proto persona into a persona that's based on user research.


Articles on digital and content marketing

You can learn more about digital marketing with our articles. Each article is designed to help you improve your digital marketing, and make your digital content more appealing to your potential customers.

If you want to learn how to
  • create your own bespoke personas,
  • design briefs
  • and policies/procedures
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